TikTok food shortages summary: how industry can prepare
- Viral Tiktok trends rapidly trigger global shortages like pistachio and ube
- Ube supply is highly concentrated with Philippines dominating authentic production
- Companies must map concentration risk across supply chains before demand spikes
- Flexibility across formats helps secure supply and reduces specification pressure
- Fast communication and quality discipline turn viral demand into reputational gains
When Dubai chocolate went viral last year, it led to a global shortage of pistachios.
Now that ube, a purple yam found in the Philippines, has blown up as well, much the same thing is happening. Farmers are already reporting shortages of the versatile yam, and the trend has likely not yet reached its peak.
These two shortages have one thing in common: TikTok. The social media platform has long been a driver of food trends, and when they explode, they really explode. This can quickly squeeze supply and create food shortages around the world.
How can food majors prepare for strained supply? And what can they do when one comes upon them unawares?
Preparing for a TikTok-fuelled food shortage
TikTok trends can explode at any time. Companies must, as best they can, prepare.
Companies need to understand which parts of the supply chain have the most pronounced concentration risk, explains Jordan Kear-Nash, principal consultant at supply chain consultancy Proxima. Concentration risk is the overreliance on a small number of geographies or suppliers for a specific product.
The recent ube craze provides us with an example. Firstly, while it is part of a wider group of yams, only a small share of this group has the deep purple colour and flavour that define “true ube”, Kear-Nash explains.
Secondly, there is a single predominant supply region: the Philippines remains the “clear global stronghold” of ube production.
“TikTok can create global demand in weeks, but farming cycles still run on seasons and years”
Jordan Kear-Nash, Principal Consultant at Proxima
Vietnam also produces the yam, although, according to Kear-Nash, the quality is different. Vietnamese ube can cover some volume for mid-tier industrial applications, but it can only supplement, not replace, Philippine ube for the kind of high-end food trends that popularised the product.
When responding to shortages, companies must understand the difference between functional substitute and authentic product.
“It is not inevitable, but it is a known pattern in fast‑moving trends. Clear specifications and targeted testing help companies stay ahead of this and ensure the right material goes into the pack."
Flexibility in formats (e.g. purée, frozen, dried or processed) can also give companies some leeway, providing them with more options.
Having the flexibility to switch between different formats reduces pressure on any single specification, and allows suppliers to keep the product flowing more easily.
Responding to viral trends
Sometimes, viral trends come out of nowhere; not even the most savvy trend analysts can predict everything. Companies must have a contingency plan for this sudden flood of demand.
“Speed matters,” says Proxima’s Kear-Nash. “Once a trend takes off, companies need to secure supply quickly with trusted processors.”
When production is concentrated in one location, as it is with ube, companies should work with processors to increase throughput or adjust formats. The aforementioned flexibility in formats can be beneficial to this.
Clear communication is also vital; companies should speak with their suppliers as much as possible, keeping them informed to shape demand.
For example, during a recent vanilla shortage, companies such as Nestlé, Unilever and McCormick communicated early with their key customers and retail partners, keeping demand aligned and remaining in control.
So how can a TikTok-induced demand spike be turned into a win?
If a company responds well to demand, says Kear-Nash – acting quickly, protecting quality and not overpromising – this can strengthen its reputation.
Furthermore, companies can learn from shortages and develop a playbook for the next time a niche ingredient goes viral. Documenting what worked and investing in the right data and relationships will enable a company to cope better next time.
“The broader truth is this: TikTok can create global demand in weeks, but farming cycles still run on seasons and years. The companies that cope best are the ones that respect that mismatch and plan for it.”
